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2019 EDELMAN

TRUST BAROMETER SPECIAL REPORT

In Brands We Trust?

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PEOPLE PUT THEIR TRUST IN BRANDS

Percent who are belief-driven buyers

A good reputation may get me

to try a product, but unless I come to trust the company behind the product, I will

soon stop buying it”

67%

Business

% trust 58 50 54 47 44 47 77 80

Gap in trust, business vs. government

Government

% trust 28 32 40 40 39 42 74 86

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U.S

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Germ

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Japan

U.K

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India

Chin

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3018 14

7 5 5 3

-6

Gap

2019 Edelman Trust Barometer

Business more trusted than government

2018 Earned Brand

Brands expected totake a larger role in society


Trust impacts buying

“

agree

2017 2018

+13pts

2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9 -point scale; top 4 box, trust. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 27-market average.

2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average. Belief-driven buyers choose, switch, avoid or boycott a brand based on its stand on societal issues.

*2019 Edelman Trust Barometer Special Report: In Brands We Trust? Mobile Survey. Belief-driven buying segments. 8-market average.

2019*

Buying on belief

now the new normal

Can I trust you to do what is right with …

THE EVOLUTION OF BRAND TRUST

MY PRODUCT

EXPERIENCE

MY CUSTOMER

EXPERIENCE

YOUR IMPACT

ON SOCIETY

3


Special Report

In Brands We Trust?

Margin of error

8-market average online survey total pop. data +/- 0.8% (n=16,000)8-market average online survey brand trust scenarios data +/- 1.5% (smallest n=4,595 for “lost trust” scenario)

Market-specific online survey total pop. data +/- 2.2% (n=2,000)Market-specific online survey brand trust scenarios data +/-4.2% (smallest n=533 for “lost trust” scenario)

8-market average mobile survey data +/- 1.1% (n=8,000)Market-specific mobile survey data +/- 3.1% (n=1,000)

3-market average influencer survey data +/- 2.5% (n=1,500)Market-specific mobile survey data +/- 4.4% (n=500)

8 Markets

Brazil, China, France, Germany, India, Japan, the

U.K. and the U.S.

All data is nationally representative

based on age, region and gender

Online Survey

• How important is brand trust in

the consumer buying process?

• How do consumers decide

which brands to trust?

16,000 respondents (2,000 per market)

Fieldwork: April 15 – May 9, 2019

Mobile Survey

• How much do consumers trust

specific brand communications?

8,000 respondents (1,000 per market)

Fieldwork: April 11 – April 26, 2019

Online Influencer Survey

• How are consumers interacting

with influencers?

1,500 respondents (500 per market)

Age 18-34 in China, U.K., U.S.

Fieldwork: April 30 – May 8, 2019

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MANY REASONS CONSUMERS NEED TO TRUST BRANDS MORE

Net of product-oriented concerns:

• Pace of innovation

• Increasing reliance on brands to automate my life

• Can’t afford a bad purchase

GROWING CONCERNS ABOUT

PRODUCT EXPERIENCEGROWING CONCERNS ABOUT

CUSTOMER EXPERIENCE

GROWING CONCERNS ABOUT

BRANDS’ IMPACT ON SOCIETY

62% 55% 69%

Reasons why trusting the brands they buy is becoming more important

Net of customer-oriented concerns:

• Personal data

• Brands can track and target me

• Use of AI for customer service

Net of societal-oriented concerns:

• Fake news and misinformation

• Brands more involved in societal issues

• I want brands to express my values

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q101. You indicated that being able to trust the brands that you buy or use is important. We are interested in knowing whether certain things happening in the world today are making it even more important to be able trust the brands you buy or use. Among the items listed below, please select those, if any, are making it more important to be able to trust brands these days. Pick all that apply. Question asked of those who say it is im portant to be able to trust the brands they use (Q100/2-5). 8-market

average. “Product experience” is a net of codes 2, 5, and 6; “Customer experience” is a net of codes 3, 4, and 10; “Impact on society” is a net of codes 1, 7, 8, and 9. 5

BRANDS ARE MAKING BIGGER PROMISES

MAKING A PROMISE

UBER AIRBNB NIKE

Product experience Customer experience Societal impact

Can consumers trust brands

to do what is right?6

7

They’re Buying on Trust

8

BRAND TRUST RANKS AS A TOP BUYING CONSIDERATIONPercent who say each is a deal breaker or deciding factor in their brand buying decision

Quality 85

Convenience 84

Value 84

Ingredients 82

I must be able to trust the brand to do what is right 81

Supply chain 79

Customer before profits 78

Good reviews 77

Reputation 73

Values 72

Environmental impact 71

Product

attributes

Brand and

company

attributes

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average.

Percent who say this is a deal breaker or deciding factor in their brand buying decision

BRAND TRUST ESSENTIAL

ACROSS MARKETS, AGES AND INCOMES

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average, by gender, age, and income.

I must be able to trust the

brand to do what is right

81%

63 7081 83 83 85 88 91

France Japan U.K. Germany U.S. India China Brazil

81 81 79 79 82 80 81 81

18-34 35-54 55+ Men Women Bottom25%

Mid50%

Top25%

MARKETS

AGE GENDER INCOME

9

23 2333 36 37 39 39 45

France Germany U.K. Brazil U.S. China Japan India

Percent who trust most of the brands they buy or use

ONLY 1 IN 3 CAN TRUST MOST OF THE BRANDS THEY BUY

trust most of the brands

they buy or use

34%

33 35 35 34 34 29 35 38

18-34 35-54 55+ Men Women Bottom25%

Middle50%

Top25%

Only

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q99. Based on how you defined a brand you can trust in the previous question, approximately what proportion of the brands that you regularly buy or use would you say that you trust? Data is showing those who selected codes 5 -7, about three quarters or more. 8-market average, by gender, age, and income.

MARKETS

AGE GENDER INCOME

10

2529

2422

53

62

51

43

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q14C. Continuing to think about the same brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? 9-point scale; top 4 box, describes me well. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. Q14A. Continuing to think about the same brand, and in particular, what your relationship with that brand looks like, how well do each of the

following describe how you relate to and feel about that brand? 9-point scale; top 4 box, describes me well. Question asked of those who were assigned to scenario 1: Think about a brand you currently use but do not fully trust. 8-market average. “Stay loyal “is an average of codes 6, 11, 12, 13, 15, 19, 20, 21, and 22; “Buy first” is an average of codes 9 and 10; “Advocate” is an

average of codes 3, 4, 7, and 8; “Defend” is an average of codes 5 and 18.

WHEN BRANDS BUILD TRUST, CONSUMERS REWARD THEM

Do not fully trust Have trusted for a long time

Brands you currently use and…

BUY FIRST STAY LOYAL ADVOCATE DEFEND

+28pts

+27pts

+21pts

+33pts

11

Percent who will engage in each behavior on behalf of a brand

12

The Opportunity: Make a Difference

CONSUMERS NOT CONVINCED

OF BRANDS’ COMMITMENT TO SOCIETY

13

I know from personal experience that the brands I use keep the best interests

of society in mind

21%

Only

Every brand has a responsibility to get

involved in at least one social issue that does not directly impact its business

532019 Edelman Trust Barometer Special Report: In Brands We Trust? Q107Overall. Next, we are interested in examining the kinds of things you know about the brands you use. Still thinking about the same brand, for each of the items listed below, please indicate whether you believe it is true of that brand and, if so, on what b asis you believe that it is true. 5-point scale; code 4, I know this is true based on my own experiences. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale, top 4 box; agree. 8-market average.

%

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q17. Please indicate how much you agree or disagree with the following statements.

9-point scale; top 4 box, agree. 8-market average.

ALL TALK NO ACTION

SEEN AS TRUSTWASHING

14

Too many brands use

societal issues as a marketing ploy

to sell more of their product

56%

15

PEOPLE DISAPPOINTED

IN BRANDS’ LACK OF SOCIETAL IMPACT

41% 49% 48%

5 pts 4 pts 6 ptsy-to-y change

Brands have better

ideas for solving our

country’s problems

than government

Brands can do more

to solve social ills than

government

It is easier for people to

get brands to address

social problems than to

get government to

take action

y-to-y change y-to-y change

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q17. Please indicate how much you agree or disagree with the following statements.

9-point scale; top 4 box, agree. 8-market average.

Percent who say each is an important reason they trust a given brand

CONSUMERS NOT SURE THEY CAN TRUST BRANDS

TO DO THE RIGHT THING FOR SOCIETY

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q126C. What are the most important reasons why you trust this brand? We are not interested in what you think or assume trustworthy brands do. We are interested in knowing what in particular it is about this brand that makes you trust it. Pick all that apply. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average. “My product experience” is a net of codes 1,12 and 22; “my customer experience” is a net of codes 2, 3 and

14; “your impact on society” is a net of codes 10, 11 and 15. 16

MY PRODUCT

EXPERIENCE

MY CUSTOMER

EXPERIENCE

YOUR IMPACT

ON SOCIETY

87% 56% 38%trust the brand based on

product considerations trust the brand based on

customer considerations

trust the brand based on

societal considerations

47

55

68

WHEN BRANDS EARN FULL TRUST, THE REWARDS MULTIPLY

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q14C. Continuing to think about the same brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? 9-point scale; top 4 box, describes me well. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. Q126C. What are the most important reasons why you trust this brand? We are not interested in what you think or assume trustworthy brands do.

We are interested in knowing what in particular it is about this brand that makes you trust it. Pick all that apply. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average. “Product” is a net of Q126C/1, 12 and 22; “Customers” is a net of Q126C/2, 3 and 14; “Society” is a net of Q126C/10, 11 and 15. Data showing as

an average all attributes at Q14C.

Percent who

trust with

PRODUCT ONLY

trust with

PRODUCT

AND CUSTOMERS

trust with

PRODUCT, CUSTOMERS

AND SOCIETY

+8pts

+21pts

17

BUY FIRST

STAY LOYAL

ADVOCATE

DEFEND

How Brands Earn Trust

TRUSTED BRANDS ACT ON THEIR WORDS

Heineken® redesigns bars to

discourage drunk driving

Dove Men+Care offering

grants for paternity leave

Salesforce bars retail clients from

using its technology to sell

semi automatic weapons

MAKING A PROMISE AND MAKING A DIFFERENCE

MAKING A PROMISE

MAKING A DIFFERENCE

19

Percent who agree

Y-to-Y Change- +0

38

39

47

48

Pay for streaming services

Have found ways to avoid almost all ads

Changed media habits to see less advertising

Use ad blocking technology3 in 4 now avoid advertising

74%Use one or more

advertising avoidance strategies

+10

+6

+5

+8

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q70. Please indicate how much you agree or disagree with the following statements. 9-point scale, top 4 box; agree. 8-market average. Advertising avoidance is a net of codes 9, 10, 11, and 12.

MOST CONSUMERS AVOID ADVERTISING

20

+10

pts

48

76

IF THEY TRUST YOU, YOU WILL EARN THEIR ATTENTION

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q80A. In general, how much do you pay attention to advertising and other communications from [INSERT BRAND]? Please indicate your

answ er using a 9-point scale, w here one means that “I pay no attention at all” and nine means that “I pay a great deal of attention” to the advertising and marketing I see and hear. 9-point scale; top 4 box, pay

attention. Question asked of those w ho w ere assigned to scenario 1: Think about a brand you currently use but do not fully trust. Q80C. In general, how much do you pay attention to advertising and other

communications from [INSERT BRAND]? Please indicate your answ er using a 9-point scale, w here one means that “I pay no attention at all” and nine means that “I pay a great deal of attention” to the advertising and

marketing I see and hear. 9-point scale; Top 4 box, pay attention. Question asked of those w ho were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average.

+28pts

Do not fully trust Have trusted for a long time

Brands you currently use and…

21

Percent who

PAY ATTENTION

to the brand’s

advertising and other

communications

INFLUENCERS MORE

TRUSTED THAN BRANDS

I trust what influencers say about brands much more

than what brands say about themselves in their advertising

RELATABILITY

BEATS POPULARITY

Relatability nearly

INFLUENCERS EARN SALES,

TRUST AND ADVOCACY

Because of an influencer, I have taken this action in the last 6 months:

Percent of 18-to-34-year-olds who agree, 3-market average

USE TRUSTED INFLUENCERS TO BREAK THROUGH

33

40

58

I talked about the brand

I trusted the brand

I bought a new product

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Online Influencer Survey. Q4. There are lots of people online who comment on many topics. What is it about the influencers you follow that attracted you to them and gets you to view their posts on a regular basis? Pick all that apply. Q9. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. Q6. Which of the following have you done in the last 6 months because of the influencers you follow? Pick all that apply. 3-market average.

“I bought a new product” is a net of Q6/1-4. “I trusted the brand” is a net of Q6/8,11.

2X as important

as popularityas a quality that attracts people to influencers

22

63%

Five most effective channel sequences for earning trust in a message,

among those who are not customers of the brand

LEAD WITH PEER AMPLIFY WITH OWNED, SOCIAL AND PAID

23

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Mobile Survey. 1st Exposure based on Q7. 2nd Exposure based on Q1. Analysis includes only those with two exposures to the message. Q19. How much do you trust the message delivered. Indicate your answer using a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust ita great deal”. 9-point scale; top 4 box, trust. 8-market average, among those who are not current customers of the brand (Q7/1).

First

Exposure

Second

Exposure

Percent who trust the message

Peer then Owned

Social then Social

Peer then Paid

Peer then Peer

Paid then Social 65

67

70

72

74

2234 40 38

25 2410

13

32

42 5266 72

87

35

66

82

90 9196 97

None 1 2 3 4 5 6

24

Percent who trust the message

SURROUND SOUND BUILDS TRUST IN A BRAND’S MESSAGE

Strong message trust (8-9)

Weak message trust (6-7)

Number of channels in which they have previously engaged with the message

Once they have seen your message repeated across

three different channels, their trust in it strengthens

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Mobile Survey. Q19. How much do you trust the message delivered in the communication? Indicate your answer using a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal”. 9-point scale; top 2 box, strong trust; codes 6-7, weak trust. 8-market average, by frequency of prior exposure (Q7).

TRUSTED BRANDS ACT ON THEIR WORDS

25

MAKING A PROMISE

MAKING A DIFFERENCEMAKING AN IMPRESSION

IN BRANDS

WE TRUST

Consumers rank trust with

product, brand and company

attributes as an essential

buying consideration

Consumers expect brands

to keep their promises by

taking action that makes a

real difference

Consumers want to trust

brands to do what is right

with their product, for

customers and for society

THEY BUY ON TRUST THREE GATES OF TRUST DO AS YOU SAY

26

Supplemental

Data

28

Supplemental Data


Special Report

In Brands We Trust?

DATA TABLES

Reasons why brand trust is becoming more important, by markets and demographics…..30

Buying considerations, by brand categories, markets and demographics …………………..32

Reasons consumers trust brands, by markets and demographics ..…..……………..……….38

Consumer rewards for brands they trust, by markets and demographics ..…..…….……….40

TECHNICAL APPENDIX

The sample ..…..………………………………………………………………………………………….45

How we measured ……………………………………………………………………………………….46

• The influence of prior exposure on message trust

• The consumer rewards for brands that earn trust beyond product

• Brand trust dynamics: three scenarios

Netted variables……………………………………………………………………………………....….49

• Consumer rewards

• Reasons they trust a brand

Research team and contributors…………………………………………………………………...…51

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Data tables

BY MARKETS

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PRODUCT-ORIENTED CONCERNS 62 69 72 60 61 74 46 54 57

The pace of innovation with new products and services being introduced all of the time 36 46 53 29 33 47 27 26 27

I am struggling financially and cannot afford to waste any money on a bad purchase 28 27 17 35 33 28 22 29 33

My increasing reliance on brands to automate things that I used to do myself 20 25 28 12 17 37 9 16 16

CUSTOMER-ORIENTED CONCERNS 55 55 61 50 58 67 33 59 59

The ever-increasing number of brands that have my personal information in their databases 35 32 32 33 37 36 20 46 43

The increasing sophistication with which brands can target or track me 29 28 31 23 30 39 17 32 33

The increasing reliance of brands on automation and artificial intelligence for customer service 24 24 31 21 22 34 13 25 26

SOCIETAL-ORIENTED CONCERNS 69 75 81 64 63 77 63 62 67

The spread of fake news and false information on the internet 36 33 31 37 36 41 25 41 42

The increasing number of brands getting involved in social issues and societal problems 34 44 49 26 26 39 30 25 30

My increasing desire to express my values through the brands I buy or don’t buy 28 33 38 26 21 37 29 18 25

My increasing tendency to express my political views through the brands I buy or don’t buy 17 26 22 13 13 21 10 12 17

REASONS BRAND TRUST IS

BECOMING MORE IMPORTANT


average. “Product experience” is a net of codes 2, 5, and 6; “Customer experience” is a net of codes 3, 4, and 10; “Impact on society” is a net of codes 1, 7, 8, and 9. 30

Percent who say each is reason why trusting a brand they buy

is becoming more important


average, by age, gender, and income. “Product experience” is a net of codes 2, 5, and 6; “Customer experience” is a net of co des 3, 4, and 10; “Impact on society” is a net of codes 1, 7, 8, and 9.

BY DEMOGRAPHICS

Age Gender Income

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PRODUCT-ORIENTED CONCERNS 62 68 61 56 61 62 68 62 58

The pace of innovation with new products and services being introduced all of the time 36 39 36 33 38 34 31 37 39

I am struggling financially and cannot afford to waste any money on a bad purchase 28 32 27 25 24 31 43 28 17

My increasing reliance on brands to automate things that I used to do myself 20 23 21 16 21 19 17 20 23

CUSTOMER-ORIENTED CONCERNS 55 57 56 53 57 54 48 55 62

The ever-increasing number of brands that have my personal information in their databases 35 34 36 35 36 34 29 35 41

The increasing sophistication with which brands can target or track me 29 30 28 29 30 28 23 29 34

The increasing reliance of brands on automation and artificial intelligence for customer service 24 24 25 24 26 23 21 25 28

SOCIETAL-ORIENTED CONCERNS 69 74 68 64 69 69 66 70 71

The spread of fake news and false information on the internet 36 37 35 35 37 35 32 36 39

The increasing number of brands getting involved in social issues and societal problems 34 37 33 30 33 35 31 35 35

My increasing desire to express my values through the brands I buy or don’t buy 28 32 29 24 28 29 26 29 31

My increasing tendency to express my political views through the brands I buy or don’t buy 17 21 17 13 17 17 16 17 18

Percent who say each is reason why trusting a brand they buy

is becoming more important

REASONS BRAND TRUST IS

BECOMING MORE IMPORTANT

31

BUYING CONSIDERATIONS ACROSS BRAND CATEGORIES

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It consistently offers the best quality within the category 85 85 83 86 85 84 83 85 85

The brand is very convenient and very easy to use 84 85 83 83 84 84 83 84 85

It consistently offers the best value for the money within the category 84 86 84 86 82 85 83 85 84

It uses only high-quality ingredients, components or customer service tools 82 80 81 82 83 81 83 82 82

I can trust the brand to do what is right 81 83 78 80 82 79 79 82 80

It behaves responsibly and fairly when buying the materials, products, or services it uses 79 79 79 80 79 79 79 79 78

It puts customer interests ahead of its own profits 78 82 76 80 77 77 76 77 77

It gets good customer reviews 77 79 77 76 77 78 76 77 79

The brand has a good reputation among people I know 73 75 71 72 75 73 74 73 75

The brand’s values match mine 72 75 72 73 69 73 70 72 71

It is working to reduce its environmental impact 71 69 70 73 69 73 72 72 69

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average, by sector.

Percent who say each attribute is a deal breaker or

deciding factor in their buying decision (page 1 of 2)

32

BUYING CONSIDERATIONS ACROSS BRAND CATEGORIES

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The brand is innovative, always introducing new products, features and services 69 71 69 67 68 68 69 69 74

It has features and options that no-one else has 68 69 66 68 67 69 67 68 69

The brand stands out from its competitors. It is unique in look and design. 63 61 67 62 57 62 64 64 66

The brand actively supports or speaks out on an issue that is important to me 62 63 60 64 60 62 61 62 60

It gives their employees good benefits and good pay 62 63 61 64 60 62 64 63 62

It is a good communicator and has a strong, responsive social media presence 60 62 59 58 58 58 60 60 61

It has a heritage that I can relate to 60 62 60 61 60 60 58 60 60

The brand is from this country 56 60 54 57 57 55 52 58 54

Owning or using this brand says something positive about me 56 56 60 55 53 58 56 57 56

The brand has an image that is trendy, exclusive or cool 51 49 54 50 47 52 53 50 53

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average, by sector.



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BUYING CONSIDERATIONS BY MARKETS

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BUYING CONSIDERATIONS BY MARKETS

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BUYING CONSIDERATIONS BY DEMOGRAPHICS

Age Gender Income

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2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average, by age, gender, and income.



36

BUYING CONSIDERATIONS BY DEMOGRAPHICS

Age Gender Income

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2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average, by age, gender, and income.



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BY MARKETS

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PRODUCT-ORIENTED REASONS THEY TRUST 87 91 83 88 90 85 83 88 88

It delivers good quality products or services 73 80 65 72 74 68 71 74 73

The brand gets good ratings and reviews 57 67 58 60 62 64 23 61 63

It charges a fair price for its products or services 49 51 43 47 52 52 44 53 51

CUSTOMER-ORIENTED REASONS THEY TRUST 56 58 59 53 54 69 38 65 57

It has always treated me and others well 39 40 28 39 44 47 16 51 46

It quickly addresses customer service problems 36 38 39 33 25 46 28 43 35

They have done a good job protecting the privacy and security of my personal information 23 28 30 20 18 30 13 26 23

SOCIETAL-ORIENTED REASONS THEY TRUST 38 45 45 36 37 51 18 41 34

They treat their employees well 22 23 25 18 22 30 11 29 22

It gets involved in causes and issues that I feel they have an obligation to address 19 28 25 19 14 28 7 18 18

It does not support social or political policies that I object to 15 18 14 17 17 22 5 18 14

REASONS WHY

CONSUMERS TRUST BRANDS

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q126C. What are the most important reasons why you trust this brand? We are not interested in what you think or assume trustworthy brands do. We are interested in knowing what in particular it is about this brand that makes you trust it. Pick all that apply. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average. “Product-oriented reasons they trust” is a net of codes 1,12 and 22; “Customer-oriented reasons they trust” is

a net of codes 2, 3 and 14; “societal-oriented reasons they trust” is a net of codes 10, 11 and 15. 38

Percent who say each is an important reason

they trust a given brand

BY DEMOGRAPHICS

Age Gender Income

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PRODUCT-ORIENTED REASONS THEY TRUST 87 85 88 88 86 88 86 88 87

It delivers good quality products or services 73 67 72 77 71 74 71 73 74

The brand gets good ratings and reviews 57 62 55 54 57 56 55 57 58

It charges a fair price for its products or services 49 47 45 55 48 50 48 50 50

CUSTOMER-ORIENTED REASONS THEY TRUST 56 62 54 53 59 54 54 55 61

It has always treated me and others well 39 43 36 38 41 37 36 38 43

It quickly addresses customer service problems 36 37 35 35 39 33 33 35 40

They have done a good job protecting the privacy and security of my personal information 23 27 22 21 25 22 23 23 25

SOCIETAL-ORIENTED REASONS THEY TRUST 38 46 36 33 41 35 37 38 40

They treat their employees well 22 27 20 20 25 20 20 22 26

It gets involved in causes and issues that I feel they have an obligation to address 19 25 19 14 20 19 18 19 20

It does not support social or political policies that I object to 15 18 14 14 17 14 15 15 17

Percent who say each is an important reason

they trust a given brand

REASONS WHY

CONSUMERS TRUST BRANDS

2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q126C. What are the most important reasons why you trust this brand? We are not interested in what you think or assume trustworthy brands do. We are interested in knowing what in particular it is about this brand that makes you trust it. Pick all that apply. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average, by age, gender, and income. “Product-oriented reasons they trust” is a net of codes 1,12 and 22; “Customer-

oriented reasons they trust” is a net of codes 2, 3 and 14; “societal-oriented reasons they trust” is a net of codes 10, 11 and 15. 39

BY MARKETS

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BUY FIRST 53 58 68 52 47 68 32 51 53

I am one of the first to try the new products/services of this brand when they come out 46 55 66 44 34 67 27 39 42

I am happy to pay more for this brand’s products/ services 59 60 70 60 60 69 36 62 63

STAY LOYAL 62 63 71 61 62 70 48 63 65

I am happy to share my personal data with this brand 49 54 64 40 45 65 27 55 50

When I buy in this category, it is almost always this brand 66 75 77 65 60 72 52 63 67

When I buy/use products/services in this category, it has to be this brand 63 66 69 60 61 75 48 61 65

I will continue to buy this product even if a competitive brand is getting better reviews 69 68 76 70 73 72 54 71 74

I will continue to buy this brand even if another brand suddenly becomes hot and trendy 75 66 80 75 81 75 60 79 82

I will continue to buy this brand even if a competing brand is more innovative 66 67 77 64 63 68 51 68 69

I will continue to buy/use this brand even if something goes wrong with its products/services 58 56 67 53 57 65 46 61 60

I will continue to buy this brand even if I strongly disagree with its stand on a controversial issue 48 45 57 47 41 65 36 47 50

I will continue to buy this brand even if people I know are pressuring me to boycott it 68 73 72 73 74 71 55 64 67

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2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q14C. Continuing to think about the same brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? 9-point scale; top 4 box, describes me well. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average. “Stay loyal “is an average of codes 6, 11, 12, 13, 15, 19, 20, 21, and 22; “Buy first” is an average of codes 9 and 10.

Percent who will engage in each behavior on behalf of

a brand they trust (page 1 of 2)

CONSUMER REWARDS

FOR BRANDS THEY TRUST

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2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q14C. Continuing to think about the same brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? 9-point scale; top 4 box, describes me well. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average. “Advocate” is an average of codes 3, 4, 7, and 8; “Defend” is an average of codes 5 and 18.

CONSUMER REWARDS


BY MARKETS

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ADVOCATE 51 60 71 44 44 66 40 43 45

I advocate for this brand even when I am not directly asked for advice 57 67 78 49 50 64 60 46 45

I always recommend this brand if someone asks 76 85 85 76 77 80 57 75 78

I like/rate what the brand is saying in social media 42 57 72 29 30 64 28 32 35

I participate in the creation of the brand’s media content 27 29 48 23 17 55 14 20 20

DEFEND 43 51 60 42 33 61 29 36 36

I defend this brand if I ever hear someone criticizing it 55 64 64 58 44 69 40 52 51

I write rebuttals when I see negative comments about this brand on social media 30 38 55 26 21 53 18 19 20



BY DEMOGRAPHICS

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BUY FIRST 53 60 56 44 53 52 46 53 60

I am one of the first to try the new products/services of this brand when they come out 46 55 50 34 46 45 39 46 53

I am happy to pay more for this brand’s products/ services 59 64 62 53 60 59 52 60 66

STAY LOYAL 62 65 65 57 63 62 59 63 65

I am happy to share my personal data with this brand 49 56 52 40 52 47 45 50 54

When I buy in this category, it is almost always this brand 66 72 68 58 63 68 63 67 69

When I buy/use products/services in this category, it has to be this brand 63 64 66 58 63 62 59 64 66

I will continue to buy this product even if a competitive brand is getting better reviews 69 71 73 65 69 70 66 70 73

I will continue to buy this brand even if another brand suddenly becomes hot and trendy 75 75 78 70 74 75 72 75 78

I will continue to buy this brand even if a competing brand is more innovative 66 67 69 60 65 66 62 67 68

I will continue to buy/use this brand even if something goes wrong with its products/services 58 62 59 52 60 56 52 59 62

I will continue to buy this brand even if I strongly disagree with its stand on a controversial issue 48 52 50 43 50 46 46 49 49

I will continue to buy this brand even if people I know are pressuring me to boycott it 68 68 71 67 70 67 68 69 69



CONSUMER REWARDS


2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q14C. Continuing to think about the same brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? 9-point scale; top 4 box, describes me well. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average, by age, gender, and income. “Stay loyal “is an average of codes 6, 11, 12, 13, 15, 19, 20, 21, and 22; “Buy first” is an average

of codes 9 and 10. 42

BY DEMOGRAPHICS

Age Gender Income

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ADVOCATE 51 58 54 41 51 50 47 52 54

I advocate for this brand even when I am not directly asked for advice 57 61 60 50 57 56 54 58 60

I always recommend this brand if someone asks 76 78 78 72 75 77 72 77 79

I like/rate what the brand is saying in social media 42 54 46 28 43 41 38 44 45

I participate in the creation of the brand’s media content 27 39 30 14 29 25 24 28 30

DEFEND 43 50 46 33 44 41 39 44 45

I defend this brand if I ever hear someone criticizing it 55 59 58 48 54 55 51 56 58

I write rebuttals when I see people post negative comments about this brand on social media 30 41 33 17 33 27 26 31 32

CONSUMER REWARDS

FOR BRANDS THEY TRUSTPercent who will engage in each behavior on behalf of


2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q14C. Continuing to think about the same brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? 9-point scale; top 4 box, describes me well. Question asked of those who were assigned to scenario 3: Think about a brand you have trusted for a long time. 8-market average, by age, gender, and income. “Advocate” is an average of codes 3, 4, 7, and 8; “Defend” is an average of codes 5 and 18. 43

Technical Appendix

2019 EDELMAN TRUST BAROMETER SPECIAL REPORT: IN BRANDS WE TRUST

THE SAMPLE

45

COUNTRY INTERNET PENETRATION* SAMPLE SIZE LANGUAGES QUOTA PARAMETERS

BRAZIL 71% 2,000 Portuguese Gender, age & region

CHINA 58% 2,000 Simplified Chinese (Mandarin) Gender, age & region

FRANCE 93% 2,000 French Gender, age & region

GERMANY 96% 2,000 German Gender, age & region

INDIA 41% 2,000 English Gender, age & region

JAPAN 94% 2,000 Japanese Gender, age & region

U.K. 95% 2,000 English Gender, age, region & ethnicity

U.S. 89% 2,000 English Gender, age, region & ethnicity

*Data source: http://www.internet worldstats.com/stats.htm (March 31, 2019 for Asian and European markets; December 31, 2017 for Latin American markets; April 30, 2019 for North American markets.)

HOW WE MEASURED

THE INFLUENCE OF PRIOR EXPOSURE

ON MESSAGE TRUST (SURROUND SOUND)

Respondents could have had prior exposure to the brand message in up to six different ways.

Top two (strong trust) and third and fourth box (weak trust) scores were calculated and graphed among seven groups of people, ranging from

those with no prior exposure to the message up to those who had previously seen the message in all six different ways.

Yes, as a customer I already knew this about the brand

Yes, I have seen their advertising before

Yes, my friends or family have mentioned it to me before

Yes, I have seen or heard stories about this reported in the media

Yes, I have seen it discussed on social media

Yes, I learned this about the brand when I was shopping for this type of product

No, never

Respondents were asked:

Had you seen or heard this message

or this information about the brand

before seeing this communication?

(Please select all that apply.)

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HOW WE MEASURED

THE CONSUMER REWARDS FOR

BRANDS THAT EARN TRUST BEYOND PRODUCT

47

Respondents were asked what the most important reasons were for why they trust a brand with which they have an enduring trust relationship. These

foundations of trust were categorized as being related to product considerations, customer experience considerations or socie tal considerations.

Respondents were grouped into three segments based on the foundation of their brand trust:

1. Product-based trust only

2. Product and customer-experience based trust

3. Product, customer experienced, and societal-issue related trust

For each group, an average across all of the buy first, stay loyal, advocate and defend KPI items was calculated and charted.

Product

It delivers good quality products or services

It charges a fair price for its products or services

The brand gets good ratings and reviews

Customer Experience

It has always treated me and others well

It quickly addresses customer service problems

They have done a good job protecting the privacy and security of my data and personal information

Societal Issues

It does not support social or political policies that I object to

It gets involved in causes and issues that I feel they have an obligation to address

They treat their employees well

Respondents were asked:

Think about a brand you have trusted

for a long time. What are the most

important reasons why you trust this

brand? We are not interested in what

you think or assume trustworthy

brands do. We are interested in

knowing what in particular it is about

this brand that makes you trust it.

(Please select all that apply.)

HOW WE MEASURED

BRAND TRUST DYNAMICS: THREE SCENARIOS

48

In order to understand the underlying mechanisms and impact of brand trust,

we assigned respondents to one of three scenarios:

1) BUY WITHOUT TRUST:

“Think about a brand you currently use but do not fully trust”. This scenario allowed us

to understand purchase and brand relationships in the absence of trust, including why

people buy or use brands that they do not trust.

2) BUY WITH ENDURING TRUST:

“Think about a brand you have trusted for a long time”. This scenario allowed us to

understand purchase and brand relationships in the context of enduring trust. It also

allowed us to examine the impact on purchasing and other KPI’s of trust built on only

product considerations versus product and user experience considerations versus

product, user experience and societal impact considerations.

3) LOST TRUST:

“Think about a brand you used to trust but no longer do.” This scenario allowed us to

understand how trust is lost, and whether and how it can be regained.

Comparing data from scenario

one to scenario two allowed us

to understand the consumer

rewards of brand trust when

comparing their buying

intentions, loyalty, advocacy and

defense of brands they buy with

and without trust.

The individual items that comprise the nets for the consumer behaviors reported on page 11 in

the 2019 Edelman Trust Barometer Special Report: In Brands We Trust?

NETTED VARIABLES

CONSUMER REWARDS FOR BRANDS THEY TRUST

BUY FIRST (Q14 A & C)

• I am one of the first to try the new products/services of this brand when

they come out

• I am happy to pay more for this brand’s products/ services

STAY LOYAL (Q14 A & C)

• I am happy to share my personal data with this brand

• When I buy or use products or services in this category, it is almost always

this brand, but I will experiment with other brands from time to time

• When I buy/use products/services in this category, it has to be this brand

• I will continue to buy this product even if a competitive brand is getting

better reviews

• I will continue to buy this brand even if another brand suddenly becomes

hot and trendy

• I will continue to buy this brand even if a competing brand comes along

that is more innovative or technologically advanced

• I will continue to buy/use this brand even if something goes wrong with its

latest products/services

• I will continue to buy this brand even if it takes a stand on a controversial

societal or political issue that I strongly disagree with

• I will continue to buy this brand even if people I know are pressuring me to

boycott it

ADVOCATE (Q14 A & C)

• I advocate for this brand even when I am not directly asked for advice

• I always recommend this brand if someone asks

• I like/rate what the brand is saying in social media

• I participate in the creation of the brand’s media content

DEFEND (Q14 A & C)

• I defend this brand if I ever hear someone criticizing it

• I write rebuttals when I see people post negative comments about this

brand on social media

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The individual items that comprise the nets for the reasons consumers trust a brand reported on page 16 in

the 2019 Edelman Trust Barometer Special Report: In Brands We Trust?

NETTED VARIABLES

REASONS THEY TRUST A BRAND

PRODUCT EXPERIENCE REASONS (Q126C)

• It delivers good quality products or services

• It charges a fair price for its products or services

• The brand gets good ratings and reviews

CUSTOMER EXPERIENCE REASONS (Q126C)

• It has always treated me and others well

• It quickly addresses customer service problems

• They have done a good job protecting the privacy and security of my data and personal information

IMPACT ON SOCIETY REASONS (Q126C)

• It does not support social or political policies that I object to

• It gets involved in causes and issues that I feel they have an obligation to address

• They treat their employees well

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2019 EDELMAN TRUST BAROMETER SPECIAL REPORT: IN BRANDS WE TRUST

RESEARCH TEAM AND CONTRIBUTORS

Edelman Intellectual Property

Executive Director Tonia E. Ries

[email protected]

Executive Advisors

Brand

Digital and Influencer

Marketing

Jackie Cooper

Amanda Glasgow

Michelle HuttonJudy Johns

Nick LucidoCarol Potter

David ArmanoThomas Crampton

Sybil GriebAnn Newland

Melinda Po

Executive Editor Joseph Tropiano

Project Coordinator Alina Krikunova

Edelman Intelligence

Head of Thought Leadership Research David M. Bersoff, Ph.D.

[email protected]

Director of Research Operations Sarah Adkins

Research Manager Cody Armstrong

Research Coordinator Nick Maxwell

Assoc. Research Coordinators Giuseppe Bovenzi

Abbey Fox

Assoc. Data Processor John Zamites

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mailto:[email protected]

mailto:[email protected]

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